ABM In Action

MARCH 2018

Windstream Enterprise Shares The Benefits Of Narrowcasting

By The Numbers

New Research Shows Marketers Still Struggle To Reach Entire Buying Committee With ABM

ABM Analysis

Adapting Demand Units & Demand Maps For ABM: SiriusDecisions’ Terry Flaherty Discusses New Processes & Models

ABM Messaging

Snowflake Scales ABM Strategy With Personalized Content Hubs For Target Accounts

ABM Advertising

WP Engine Reaches More Than 70% Of Target Accounts With Refined Display Ad Messaging, Targeting

Editor’s Letter

ABM: Buyers Want It Their Way

Thank you for taking the time to read our latest issue of ABM In Action! As you can probably see, we’ve adopted a new look for 2018 based off the great reader feedback we received. We’re more than happy to do this for our readers and are always looking for suggestions to make things better.

This same mentality is growing vital for vendors today, due to B2B buyers expecting a hyper-personalized, even somewhat consumer-like experience you’d expect at Burger King — where you can “Have It Your Way.” Failing to meet these expectations could lead to vendors falling behind in their sales funnel. Therefore, it is more important than ever to listen to what your clients and prospective customers are looking for.

In our first issue of 2018, we share in-depth use cases of how ABM practitioners approach the task of providing consumer-like experiences for their top-tier accounts. Here’s a quick preview:

  • In our cover story, Windstream Enterprise shares seven steps to creating hyper-personalized ABM programs that resonate with target accounts.
  • In an exclusive Q&A, SiriusDecisions’ Terry Flaherty shares the importance of adapting demand units and demand maps for ABM efforts.
  • Preliminary research from Madison Logic and Demand Gen Report indicates that extending marketing influence across the buying journey is a top strategy for more than half (52%) of ABM practitioners.
  • Snowflake discusses their approach to scaling messaging efforts through the help of unique content hubs tailored specifically to stakeholder needs and expectations.

We hope you enjoy these real-world stories and gain valuable takeaways for your future programs. Let us know what you think of the case studies, as well as our new format! We look forward to hearing from you.


Brian Anderson
Managing Editor
ABM In Action

ABM In Action

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